The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

Over the past year, solar companies have boosted their marketing efforts by taking out ads, making use of social media tools and even sponsoring sports teams. While brand building makes sense for service providers who directly serve consumers, the idea also is increasingly being embraced by manufacturers.

The latest effort comes from SunPower, which announced an online game Tuesday that will dole out prizes such as gadgets, gift cards and airplane tickets. The San Jose, Calif., company is using its Facebook page to run the game, in which participants will answer questions about solar to earn points and virtual badges. The badges are for bragging – you get to post them on your Facebook page. To win prizes, participants will have to take part in bi-weekly drawings that will last through Sept. 14. The contest starts today.

There will be a grand prize – can you guess what it is? A SunPower electric system that will go on the rooftop of a lucky homeowner.

SunPower has been aggressive in its marketing campaigns. It’s done radio and web ads and bought ad spaces on public transit stations. Its CEO, Tom Werner, announced the launch of what he called the "first comprehensive solar brand building and lead generation advertising campaign in North America" back in 2009. The company makes solar panels and sells them to dealers and installers in the residential and commercial market. SunPower also develops larger commercial and utility-scale projects.

SunPower is hardly alone in putting up more money to make itself known. Yingli Green Energy sponsored the World Cup last year and garnered some nice publicity as a result. Earlier this month, the Chinese solar panel maker said it will do it again for the 2014 World Cup in Brazil. Canadian Solar, a panel maker, also announced a few weeks ago that it's sponsoring the New York Yankees. The company also backs the San Francisco Giants.

Last year, at the Intersolar North America, one of the largest solar trade shows in the country, the announcement that got one of the most news coverage was a TV ad unveiled by German solar panel maker SolarWorld that featured Larry Hagman, who played a Texas oil man on the soap “Dallas.”

Brand building seems a natural move in a market that is growing and attracting new entrants quickly. The federal government and many states offer rebates, tax credits and other incentives to encourage consumers to install solar electric systems. Private investors, from banks to Google, also have invested in funds that finance installations at homes and businesses. Google recently committed $280 million – the biggest clean power investment from the search giant to date – to pay for residential installations by SolarCity. SolarCity offers leases and power purchase agreements to customers who don’t want to own the equipment, which costs the same as a new car.